A new name is entering the UK drinks market with the launch of ASUKI, a Japanese-inspired liqueur created for the modern aperitivo moment.
ASUKI has been created to meet growing consumer demand for Asian flavour cues, lower ABV serves, and elevated social drinking occasions across the on trade.
Launching with two 17% ABV variants, Yuzu Citrus and Cherry Blossom, ASUKI is rooted in a philosophy of calm modernity, with the range connecting diverse Asian flavour inspirations while maintaining clarity, restraint, and harmony. Distinct in character, the range has been designed to bring the essence of spring to every sip while delivering versatility and rate of sale potential behind the bar.
ASUKI Yuzu Citrus delivers bright, lifted citrus with a sharp contemporary edge, bringing energy and freshness to spritz and long serves. Meanwhile ASUKI Cherry Blossom offers soft floral notes and delicate sweetness, lending serenity and elegance to highballs and martini-styled cocktails.
Signature serves include a Yuzu Citrus Spritz, Cherry Blossom Highball, and a refined Cherry Blossom Martini, each created to balance visual impact with operational simplicity. Positioned as a contemporary alternative to established aperitivo brands, the range provides venues with a fresh way to activate outdoor drinking, social gatherings, and extended daytime to evening occasions.
ASUKI launches at a pivotal time for the category, aligning with a marked shift in consumer preferences. Asian flavours in the UK are reported to be worth £14.6m and growing at +26.6%*, with yuzu regularly cited as a next-wave growth driver across both menus and FMCG innovation. As cocktails have become the fourth most popular drinks category globally, with 27% of consumers drinking cocktails out of home**, demand for new experiences continues to rise. Flavour cues are increasingly central to that exploration, creating a clear opportunity for culturally inspired, modern serves like ASUKI.
The design and packaging have also been developed to maximise back-bar standout in premium environments. ASUKI’s frosted glass bottle design combines delicacy with presence; a subtle ridge defines the silhouette while a gently sweeping neckline supports a clean confident pour. Ribs around the base echo the raked gravel patterns of traditional Japanese dry gardens, while swallows and blossoms drift across the bottle on the harukaze – the Japanese wind of spring symbolizing renewal and warmth.
Craig Chapman, Head of Brand at Global Brands commented: “Consumers are actively seeking new experiences and we can see the influence that Asia is having, not just from a flavour perspective, but also at a wider, cultural level. However, within the drinks space we saw a clear gap for a liqueur that brought elegance and flavour traditionally associated with Asia, but at an accessible price point for the mass market, and ASUKI was born.
“Low ABV liqueurs (+1%) are outperforming higher ABV counterparts (-4%)*, reflecting growing demand for drinks that deliver on flavour and quality without excess strength., We’ve also seen how significant the spritz and aperitivo occasion has become, and are excited to be giving operators a new proposition to tap into flavour momentum and offer consumers a modern, balanced alternative that fits perfectly into multiple drinking occasions.”
Jonathan Chadwick, Head of Creative at Clay Creative, who helped to develop the brand, added: “From day one, our ambition with ASUKI was to create a bottle that feels as refined and balanced as the liquid itself. The frosted glass, gentle ridge, and the sweeping neckline are all designed to create a sense of calm movement and modern elegance, while also ensuring real impact on the back bar. It’s a bottle that really tells a story, and we’re excited to see it in venues where visual presence really matters.”
ASUKI launches this March with Yuzu Citrus and Cherry blossom variants at 17% ABV. For listings and distribution enquiries, please contact enquiries@globalbrands.co.uk